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Marketing new product launch ppt

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Marketing new product launch ppt

  2. 2. MISSION & VISION Mission Establish Orange Kool juice as the local leading source of healthy energy in the form of freshly juices with an uncompromising commitment to making a difference through our values. VISION Explore all over the Pakistan from fresh juices, providing for all their needs always with the assurance of outstanding quality . OBJECTIVE: •Become as the Best New Juice Shop in the Pakistan. •Improving the customer satisfaction through the good quality of products. •Turn in profits from the first year of operations. •The creation of unique, innovative and healthy products that will differentiate Orange Kool Juice from local juice shops.
  3. 3. Business Portfolio Baham’s Company is about to step into the market with ready-to-serve fruit juice market with its brand 'Orange Kool' - We will first be investing to establish ourselves and our introductory product that is ‘Orange Kool’I n to the market and later invest to expand.We will later decide to expand our product portfolio and add more natural fruit flavors., we have decided to focus on fruits that can be marketed in Pakistan such as pineapple, mango and orange. . The range of fruit drinks can be categorized as: •fruit juice, a juice obtained by simple pressing of the fruit, with vitamin content restored if lost during processing; •fruit juice from concentrate, obtained by evaporating most of the water contained in the initial juice and then replacing it during the bottling process; •fruit nectar, a juice or a juice pulp to which water and varying amounts of sugar (depending on the fruit involved) are added
  4. 4. COMPANY SBU A strategic business unit is a fully functional and distinct unit of the business that develops their own strategic vision and direction. Our product caprovi is on its full demand which gives us good market share so we decide that we make a segment of this product for give more focus and improves the quality of our hit product . And after the success of this product our consumer like our product and our vision is that in future we launched caprovi milk shake in different flavors.
  6. 6. PRODUCT DEMAND The demand of our product Orange Kool juice is Full demand because Full demand is a state in which the current level and timing of demand is equal to the desired level and timing of demand. Or it is the ideal situation when Demand = Supply. Because fruit juices especially orange juices are very common in people it is good for health. It can be irregular demand also in summer the use of juices especially orange juices is increases because it refresh the people of all ages. Everyone likes orange juice. Our Orange Kool is also had a latent demand because A state of latent demand exists when a substantial number of people share a strong need for something which does not exist in the form of an actual product and service. In that way in market there are many orange juices but mostly are made from artificial ingredient our Orange Kool is 100% pure orange juice. People like our juice because it is healthy and 100% pure.
  7. 7. Boston Consulting Group Matrix (BCG)
  8. 8. QUESTION MARK: Our product orange kool belongs to question mark,Because of the emergence of different healthy drinks and beverages in the global market, the market share of Orange Kool is being threatened. Although these brands have already established in the marketplace,the company still needs to have an effective marketing approach to increase the sale of these brands or brands. Accordingly, question mark category means that the product has a low share of a possible high growth market and may become a star product because of the positive response of the customers. STAR: Because our product (Orange Kool) in now in initial level so we don’t have high market share at this point. But we have market growth because of the expansion of our product (Orange Kool). CASH COW: The next category that can be seen in the figure is the cash cows. Herein, our product is not falling because of the same reason I have mention before that we are at initial level so we don’t have high market share at that time but we have capacity to get high market growth in future. DOG: We also does not fall in dog because we have tendency to growth in market we have low market share now because we launched our product just before few months but soon we will increase our market share.
  10. 10. •Variety seeking buying behavior:- Our product comes under variety seeking buying behavior because our brand is different from others,our juice is made up of pure oranges,there is no artificial flavors and consumer switch to our brand for variety because they want something refreshing and new. •Complex buying behavior:- Our product do not comes under complex buying behavior because it is not an expensive product & it is a frequent purchase. •Dissonance buying behavior:- Kool orange do not comes under dissonance buying behavior because it is not a risky purchase. •Habitual buying behavior:- Our product do not comes under habitual buying behavior because there are significant differences among different brands of juices.
  11. 11. •POLITICAL FACTORS The political environment of Pakistan affects the Bahum’s beverages, to some extent. For instance, the political instability in Pakistan causes trade and import policies to change rapidly as the government changes which causes many problems in the import of raw materials. •ECONOMIC FACTORS The economic condition of Pakistan has not been stable for a long time but the recent economic indicators suggest that the economy is growing and macroeconomic issues are getting sold but at the same time there has not any marked increase in the consumer buying power (inflation). When the recession occurs the price of bottles are dropped down to increase the sales and to achieve the targets of the company. So overall economy of Pakistan directly affects the cost and price of the Bahum’s Company. •DEMOGRAPHIC FACTOR: age, education and population can affect the company externally. So bahum’s company will make its promotional strategies keeping in view the customer level. •ENVIRONMENTAL FACTOR: Orange kool is more suitable for humid and hot weather. It is a source of refreshment specially when a person is thirsty and due to hot weather, so in the densely populated area orange kool’s demand is high but due to poor infrastructure company faces many challenges. •Technology: Technology has the most dramatic effect on business as changes in this external environment are often quickly felt by firm. Hence the company experiences growth in their business. Environmental factors
  12. 12. INTERNAL FACTORS PRODUCTION: •Perishability of food and the need therefore for adequate stock turnover. •Wastage and bad portioning control STAFF: •Staff shortages often coinciding with peaks of sales activity •Absenteeism, illness, etc •Poor supervision. Research and Development: The Research and development department keeps updated about the advancements in technology. What sorts of new machinery is invented, what is lacking in our company, what should be imported and from where. Product innovation is becoming more necessary for the organization because of globalization people are becoming aware about the changes being taken place around them so in order tackle the situation Bahum’s co is focusing on product innovation. Organization and operations These are a part of the operational and administrative procedures. This includes disorganized or inaccurate record keeping. Interruptions to your supply chain and outdated or faulty IT systems are also factors you should evaluate. If you do not overcome these, your customers might see you as unreliable. You can also lose all your data. Financial risk: The financial risks depend on the financial structure of your business. It is also dependent on your business transactions and the financial systems
  13. 13. Decision Process Stage One The first stage is likely to be that the buyer will be in need of a refreshing juice drink in order to satisfy himself in this hot climate.so in this case our product Orange Kool along with our juice products will be available to satisfy his needs or solve his problem Stage Two So the second stage is where the buyer will speak to his friends, relative, look around in stores, shops and surf the Internet looking at alternatives, which represent stage two – or information search Stage Three As in our case the buyer will visit a local store and speak to the sales staff to help him complete stage three, i.e. your evaluation of alternatives. The criteria set in buyer mind might be, taste, real fruits ,no preservatives etc. Stage Four Stage four is the selection of product and it is when buyer goes and make his final decision and buy our product from a local store. Stage Five Stage five involves your post-purchase evaluation whereby the buyer of our product develops positive, negative or mediocre experience of the product. If it doesn’t satisfy his needs he takes action and more importantly tells others of his problems. If he is pleased with the product, you will tell his friends and this will influence stage two (their information search) when they decide to buy our juice brand.
  14. 14. MARKET SEGMENTATION,TARGETING & POSITIONING We have segmented our market in to: •Geographic segmentation(major & small cities of Pakistan) •Psychographic segmentation(middle & upper class) We have targeted :- •Major cities of Pakistan(karachi,lahore,islamabad etc). •Upper and middle class because they are more health conscious
  15. 15. POSITIONG:- We have build our image in market that there are many orange juices but mostly are made from artificial ingredient our Orange Kool is 100% pure orange juice and it is less in price as compare to competitors so we have this competitive advantage over our competitors
  16. 16. Promotion mix Advertising: Orange kool juice is not very well known in karachi. Most of the consumers don’t know about how it tastes and what are the heath effects of this juice are. Sales Promotion: In store sampling program: Sampling price strategy Public Relation: Stories about orange kool New health benefits and research findings; Development of new orange kool website will include discussion board and interactive futures. Direct Marketing: Television, Radio, newspapers and magazines will be use to advertise orange kool in Karachi. Heath benefit of the orange kool will be the main focus of the advertisement. Feedback from customers: Conducting focus group to analyze the orange kool for future product development.
  17. 17. BRANDING DEVELOPMENT STRATEGY •We have applied line extension strategy to our product. •We have expanded our product line further in to orange punch & orange pepper Line extension Multibrands New Brands Brand extension Existing New Existing New Product Category Brand Name
  18. 18. PRICING •We have set our price on the cost of production,other expenses and distribution etc •The price of our juice is only 25 rupees which is less than our competitors. GOODS-SERVICE CONTINUM •Our product is pure tangible good.
  19. 19. Analysis SWOT Analysis Our Strengths •Large variety of flavors •Attractive packaging and good quality •Good distribution and availability of the product •Differentiation from other available juice products •It will be cost effective Our Weakness •PepsiCo and Coca Cola launching their pulp juice variants leveraging on their brand names •Advertising is less as we are a new company •Lesser market share in emerging economies •Lesser public relation •Lesser social media presence
  20. 20. Our Opportunity:- •Increase advertising spending •New demographic •Improve customer managed relationship •Product development •Learn from our mistakes and overcome them •Improve market development •Improve market targeting Our threats:- •Smaller cities still prefer non-packaged from juice corners rather than packaged juices •In larger cities, Frooti and Mazaa Juice have captured significant market share •Brand loyalty •Word of mouth influence •Public opinion •Dissonance-reducing buying behavior